The audience is the key to success at any trade show. That is common knowledge. Tips for engaging include being friendly, starting the conversation and having information ready to share in a personal way. However, there are other methods that can be useful in engaging the audience.
Activities like a “hackathon” can focus a group on a common problem for the industry and find a collective solution. The hackathon itself was created by the technology industry and is defined as an event where computer programmers and individuals in the software development market work closely together for software projects (Wikipedia).
The use of a hackathon can be a way to get the great minds of various competitors together while in a central location. This not only can build a rapport between competing factions, but it can resolve the problem facing the industry as a whole, which is a benefit to everyone.
Splitting this brainstorming activity up into 15-minute segments scheduled throughout the day can be a beneficial way to drive traffic, catch the attention of the audience and show that specific companies have the dedication to changing the industry for the better.
When it comes to content, benefits for the online variety are well-known. There are benefits to both creators and audience alike. Meanwhile, at one-on-one events where connections are made in person, the benefits may not be as obvious.
Useful and valuable content that addresses needs and can engage the audience is key to a successful trade show appearance. The best content will be valuable not only during the trade show at various points but also throughout the following year.
The industry and learning new information is an important reason for attending a trade show. For those attendees, it helps to keep topics and sessions a surprise to incorporate spontaneity into the feel of your booth. Meanwhile, you can be confident you are engaging the audience and driving traffic.
Take the opportunity provided by an event filled with experts. Bring them together for a question and answer session that provides valuable information to the audience.
Current issues and trending topics should be the top of the list for coverage, since those are what the audience would most like to gain information about. Find the right presenters who can carry the conversation forward.
Interactive exhibits are a great way to reach a new-age audience. The idea of interactive trade show display is currently a debatable topic that has varying opinions on different fronts. While it is a focus of debates, there is proof that this approach has positive results.
For those who want to engage the audience, use their typical focus to your advantage. Create a location for social media as part of your trade show display, sharing daily topics and facilitating discussion. There is always the option to lead Twitter chats as well.
There is one opportunity that will be alive as long as trade shows are, and that is exploring the methods used by others to engage the audience. Visit other trade shows and see what techniques are employed by exhibitors there.
When it comes to B2B marketing, you know you get an advantage from attending trade shows. However, you may not realize that taking a disorganized and unoriginal display is costing you when it comes to marketing strategy. You are losing the chance to take advantage of one of the most successful marketing strategies in your toolkit.
Putting the time and creativity into a unique trade show display gives you the chance to garner attention, increase the chance of building strong networks that can be mutually beneficial and boost brand awareness while proudly displaying the company’s personality.
Simple elements of your trade show display, from the fonts you use to the scents in your area, also considering lighting and sound, can make a big difference in the amount of impact your display has on those attending the show with you. Be extra careful with these elements to increase their effectiveness.
Meanwhile, the amount of information you share is important. It may be important to draw people in for conversation in some situations, but at a trade show it is key to let people know specifics, including: what your company offers, costs, what makes your services unique and the target consumers you seek to connect with for success.
Colors and creativity can go a long way toward helping you stand out among the numerous competitors also set up at a specific trade show. Don’t be afraid to think outside the box and utilize those eye-catching elements. This is where you draw in the passersby and provide yourself the opportunity to really make people remember the brand and the company’s personality.
Have you thought about using scent to evoke positive emotions in potential customers? Depending on the service or product, you can evoke memories of the past and strong connections to similar services by incorporating scent into the way your display reaches the potential audience.
This is only one of many ideas that aren’t fully utilized by a company attending a trade show for the first time or as a novice to the experience. Research and investigation can be very helpful in these cases. Utilizing resources like experienced companies can’t hurt either.
There are a number of different display options as well. You can discuss the potential display with experienced trade show attendees to determine whether a pop-up, a hybrid or a custom display is going to suit your message and delivery methods best. If this all seems like a lot to take in, it might not hurt to look at the budget and see if hiring professionals is in the cards. Working with people who handle trade show displays for a living can be a very intense learning experience in regard to your efforts and successes.
At Exhibits Etc, we’re happy to work with you on your trade show display brainstorming and creation. Our professionals are always current on the best and most effective practices, ensuring you are able to attend the show with the optimal trade show display for your business.
Attending a Trade Show is a powerful B2B marketing tool, if you are prepared before you get there and you utilize the right type of display for your products and/or services.
When you are considering the construction of a trade show display, it is important to remember certain factors, like the budget you have available for this project, the various places you may need it to fit and the versatility of the display for different need fulfillment. Below are several different types of display and potential reasons to opt for each one.
Tabletops
This type of display is great for a show that has limited space. It is easy to transport and great for a smaller budget. You can fit this in to a budget as a company just dipping the proverbial toe into the trade show scene. A tabletop display fits on a six or eight-foot table and provides sufficient room to share the company personality without costing too much or requiring extensive set-up time and effort.
Portable or Pop-Up Displays
These lightweight and collapsible structures resemble tubes. Instead of a more traditional exhibit, this option allow for simple set-up and ease of operation. Pop-up displays are a very popular option for that reason and the cost. However, that makes it tough to stand up with this type of display unless you have a very unique color scheme or standout graphics.
Modular or Hybrid Displays
Panels and other interchangeable elements are the theme of this type of display. Modular displays are great if you have plans to attend numerous trade shows and will need to be able to fit the display into a variety of spaces during those different events. The message can be adjusted, and the structure can be changed to fit the specific needs of each show while still providing key information and a valuable draw for the attendees.
Custom Displays
For a company that requires a large piece of equipment to fit seamlessly into their display area, or for those who incorporate cooking and require a functioning kitchen, a custom display can be the way to go. These can be inline displays or island displays, adjusted to your specific needs and wants. These also come with a high price tag, so they are reserved for those who will see significant benefits from this level of investment.
Trade show displays are constantly evolving in certain areas. However, the types of displays tend to stay the same based on space availability at the show and the potential budget of the company that requires a new display.
Working with an experienced trade show display company can help you learn something new and revamp an outdated display in a successful yet affordable way. Check out photos of some our custom exhibits to see a small sampling of displays created by our team at Exhibits Etc. We’re confident that your company can benefit from our experience in all aspects of trade show display creation.
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